Jack In The Box Promotes Casper Ghost Train

A ghostly train carrying spooky characters pulled into the station known as Jack In The Box earlier this year, and kids loved it. Jodi Sawyer, product manager for Jack In The Box restaurants, a division of Foodmaker Inc., San Diego, Calif., says the Casper Ghost Train promotion, which began in April and ran for six weeks, was a hit.Developed to appeal to kids between the ages of five and 10, the promotion featured a four-piece train car set. Each train car carried a different glow-in-the-dark "Casper" character, with the lead car holding Casper himself."Casper's a pretty hot property. He's one that we all recognized as children, and he's pretty popular today with the new generation," says Sawyer.As with other Jack's Kid's Meal promotions, this one was supported by a "promotional display bubble" inside restaurants, a door static cling and menuboard extenders in two sizes for the drive-thru area.Foodmaker's standard promotional display bubble is a rectangular box with a clear acrylic cover, designed to protect and highlight the current premium. The box can be secured to counters or attached to a wall for security. A different insert is created to accompany each promotion. This time, four flat pieces were folded and fit together to form a 3-D insert that measures 18 inches wide by 18 inches high by 4 inches deep. A castle graphic, taken from Harvey Comic Inc.'s style guide for its Casper character, was printed onto a back panel and the train cars were attached via elastic straps. The Casper logo at the top and a split-rail fence along the front provided dimension.Placed near the register or in the dining room at a child's eye level, the display bubble is designed to "generate excitement from children at the point-of-sale," says Sawyer. "It's critical for a child to see something, rather than just visualize it. We depend on [the countertop piece] inside the restaurant for visibility for our Kid's Meal. That is the main interior piece that we depend on to sell the premium."A door static cling featuring the same graphics and two menuboard extenders rounded out the promotional materials."Our Kid's Meal in the past was sort of put on the back burner," Sawyer notes. "In the last two years we've revamped the program to get as competitive as we can get with the McDonald's and Burger Kings of the world."Dallas-based Promotional Partners Worldwide creates and manufactures all the toys featured in Jack's Kid's Meals and designs the P-O-P to promote them. Performance Printing Corp., Dallas, printed the display.Casper is a copyright of Universal Cartoon Studio-Harvey Comic Inc.

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